Stimulus exposure and gaze bias: A further test of the gaze cascade model

We tested predictions derived from the gaze cascade model of preference decision making (Shimojo, Simion, Shimojo, & Scheier, 2003; Simion & Shimojo, 2006, 2007). In each trial, participants' eye movements were monitored while they performed an eight-alternative decision task in which four of the items in the array were preexposed prior to the trial. Replicating previous findings, we found a gaze bias toward the chosen item prior to the response. However, contrary to the prediction of the gaze cascade model, preexposure of stimuli decreased, rather than increased, the magnitude of the gaze bias in preference decisions. Furthermore, unlike the prediction of the model, preexposure did not affect the likelihood of an item being chosen, and the pattern of looking behavior in preference decisions and on a nonpreference control task was remarkably similar. Implications of the present findings in multistage models of decision making are discussed. [PUBLICATION ABSTRACT]

Attention, Perception, & Psychophysics
2009, 71 (3), 445-450
doi:10.3758/APP.71.3.445
Brief reports
Stimulus exposure and gaze bias:
A further test of the gaze cascade model
Mackenzie G. Glaholt and eyal M. reinGold
University of Toronto at Mississauga, Mississauga, Ontario, Canada
We tested predictions derived from the gaze cascade model of preference decision making (Shimojo, Simion,
Shimojo, & Scheier, 2003; Simion & Shimojo, 2006, 2007). In each trial, participants’ eye movements were
monitored while they performed an eight-alternative decision task in which four of the items in the array were
preexposed prior to the trial. Replicating previous findings, we found a gaze bias toward the chosen item prior to
the response. However, contrary to the prediction of the gaze cascade model, preexposure of stimuli decreased,
rather than increased, the magnitude of the gaze bias in preference decisions. Furthermore, unlike the predic-
tion of the model, preexposure did not affect the likelihood of an item being chosen, and the pattern of looking
behavior in preference decisions and on a nonpreference control task was remarkably similar. Implications of
the present findings in multistage models of decision making are discussed.
Shimojo, Simion, and colleagues (Shimojo, Simion, Due to its reliance on preference-specific mechanisms,
Shimojo, & Scheier, 2003; Simion & Shimojo, 2006, the gaze cascade model predicts that the gaze bias should
2007) reported a bias in looking behavior during two- be uniquely present in preference decisions. To test this
alternative forced choice (2-AFC) preference decisions. prediction, Shimojo et al. (2003) contrasted preference
Shimojo et al. found that when participants chose the more decisions with a control task in which participants judged
attractive of two faces, their gaze became increasingly bi- which of two faces was rounder (the roundness decision).
ased toward the chosen stimulus, prior to their response. The gaze bias was significantly more pronounced in pref-
To explain this effect, Shimojo et al. proposed a model, erence decisions than in the roundness decision. In a sec-
referred to as the gaze cascade model, in which two com- ond experiment, Shimojo et al. demonstrated that longer
ponent processes related to looking behavior interact to exposure to a face stimulus increases the likelihood of
produce the observed gaze bias in preference decisions. choosing that face in a 2-AFC preference decision, but
One process is the mere exposure effect, where looking at not in a 2-AFC roundness decision.
a stimulus increases preference for that stimulus (Kunst- To test the generality of the findings reported by Shi-
Wilson & Zajonc, 1980; Moreland & Zajonc, 1977, 1982; mojo and colleagues, we introduced an eight-alternative
Zajonc, 1968). The other process is preferential looking, forced choice (8-AFC) paradigm where participants made
where one tends to look longer at the stimulus that one preference decisions among eight photographs (Glaholt
likes (Birch, Shimojo, & Held, 1985; Fantz, 1964). Shi- & Reingold, in press). A robust gaze bias was observed
mojo and colleagues suggested that these two processes in the 8-AFC decisions. In addition, an analysis of the
can combine to create a positive feedback loop (i.e., a dwell sequence during the trial (a dwell being a series of
gaze cascade) that progressively increases the activation one or more consecutive fixations on a single alternative)
of one of the decision options until it exceeds the thresh- demonstrated a bias in both dwell duration on the chosen
old for response (for the most recent description of this item and in dwell frequency on the chosen item. Specifi-
model, see Simion & Shimojo, 2007, p. 591). Shimojo cally, from the very first dwell and thereafter throughout
and colleagues acknowledged that the gaze cascade is by the trial, dwells on the chosen item were longer than were
no means the only determinant of preference decisions dwells on other items, and dwell frequency on the cho-
and that other factors, such as preexisting preferences, sen item was significantly greater than chance in the last
influence the outcome of decision processes. However, few dwells prior to response. However, in contrast to the
all other factors being equal, the positive feedback loop prediction of the gaze cascade model, a comparison of
postulated by the gaze cascade model (see Figure 1) is a preference decision task and a control task in which
expected to produce a substantial influence on preference participants decided which photograph was taken most
decisions. recently (the recency decision) revealed a very similar

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